ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

Al Jazeera English Instagram

Finalist in Instagram Presence

Audience Honor in Instagram Presence

Objective

Al Jazeera’s Instagram platform, @AlJazeeraEnglish, had a breakout year, driving record growth and engagement, covering the news and capturing all facets of life in 2020. Through high quality photos, stories, social cards and posts, we provided a global overview of current affairs, from the US assassination of Iranian General Qassem Soleimani to Covid-19 outbreaks, pandemic lockdowns and the Black Lives Matter protests that fanned across the US; from pro-democracy protests in Hong Kong and political chaos in the UK, Venezuela and Washington to wildfires in the Amazon, freak accidents and often deadly plight of refugees and migrants attempting to cross the Mediterranean. And, as the year drew to a close, the US elections culminated with President Donald Trump’s loss of the White House to the opponent he feared most — Joseph R. Biden. Through it all, we were there, up close, and as always, with an editorial eye that elevated the voices of the voiceless.

Our strategy was simple: to deliver every story within breaking news cycles. We implemented this through second-to-none photo curation, IG posts and stories. @AlJazeeraEnglish succeeded as few others have in covering the globe — from war zone reportage to the impact of global climate change and political machinations, twists and turns. We worked tirelessly to report on the COVID-19 pandemic that enveloped more countries by far than the world wars before it. It was never easy—but AJE’s Instagram platform ran the gamut, from unfathomable loss to unexpected rays of hope.. and everything in between.

Strategy

In a year dominated by the Covid-19 pandemic, Al Jazeera English’s Instagram platform, @AlJazeeraEnglish, drove quality coverage of the news. We worked tirelessly to cover all aspects of the pandemic, from lockdowns to breakthroughs, tragedy and loss — but also the hope that gave much needed rest from a relentless – and grim – daily news cycle. And, as the pandemic raged, we also covered the rest of the world.

Curated posts and branded assets

We did this through carefully curated single-image posts, carousels, videos (including IGTVs), lives, and branded social cards to break down information in an easily accessible way. We used these assets to generate greater impact and to invite conversation. Our viewers’ responses read like a kind of cardiograph that mapped the pandemic as it unfolded in every country and continent. We highlighted the full range of life experience – from tragedies, failures and successes the heroism of those who gave us hope.

We engaged in and cross-pollinated conversations with our audiences, setting the stage for the sharing of information and perspectives with our editorial team and fellow users. And, as always, we kept an editorial eye out for those too beaten down by circumstance to be able to tell their own stories. Indeed, listening to our users’ thoughts, questions and suggestions invariably led to their implementation into subsequent posts and generated story ideas that were not on our radar.

Bernard Smith in Nagorno-Karabakh

We grew our audience while driving referrals to the Al Jazeera English website and made excellent use of Al Jazeera English’s broadcast correspondents – as was the case with the war in Nagorno-Karabakh, where TV Correspondent Bernard Smith filed highly engaging real-time stories from the field. At the height of the conflict, we asked our audiences to tell us what they wanted to know, and parlayed those questions to Bernard Smith who responded in his Instagram stories.

Linah Alsaafin meets Salwa

And in another, very personal depiction of war, our audiences tuned into the viral video, posted by multiple networks, of Salwa — the Syrian toddler whose father had taught her to laugh at the nearby sound of exploding bombs, simply so she might escape the trauma wrought by the bombings. AJE Instagram also posted the video, but took it a step further, dispatching our digital correspondent, Linah Alsaafin, to meet Salwa and her family after their successful escape to Turkey. Here’s Lina with Salwa on our AJE Instagram platform, and the article it inspired on our website.

And that about sums up our approach at Al Jazeera – we cover the news, but always from a human angle.

Results

Milestones in 2020

We started off with 1.1 million followers in January 2020 and ended the year with 1.85 million followers, growing our platform organically by 63% in a year. We increased our native content on the IG feed and stories by almost 70% compared to 2019. Our coverage of breaking news sparked online conversation and increased overall engagement, video views and reach, with followers fueling a 103% increase in the number of user referrals from our platform to the www.aljazeera.com website. 

Bridging the Gender Gap

In addition to publishing real-time news and current affairs, our platform has been steadily closing the audience gender gap. In January 2020, our male to female ratio of users was 72%-28%. Today - one year later - that ratio has shifted to 66%-34%. 

Media

Produced by

Al Jazeera English Online

Links

Entry Credits